Challenger Asks ‘What’s Your Lifestyle Expectancy?’ In New Campaign
ASX-listed investment management firm, Challenger Limited, this week launches its first creative campaign via J. Walter Thompson Sydney since the agency’s appointment in 2015.
The campaign focuses on the importance of guaranteed income for retirees. It is based on recent research, that the main fear of soon-to-be retirees is that they will outlive their savings. The thought provoking campaign draws a direct parallel between increased life expectancy and lifestyle expectancy, with Challenger’s retirement income products such as annuities, providing consumers the antidote to outliving their savings.
Simon Langley, executive creative director J. Walter Thompson Sydney said: “Many Australians have a certain lifestyle they hope to keep when they retire, but if they run out of money, that lifestyle may not be sustainable. So our message is simple; Challenger’s retirement income products, such as annuities help you to protect your retirement savings, so you won’t have to give up the lifestyle you’ve worked so hard for.”
Paul Rogan, chief executive, distribution, marketing and research, Challenger Limited said the new campaign addresses the financial risks of retirement; inflation, market and longevity risk, and how they can affect retirement lifestyles.
“With this campaign, we chose to depict real-life issues faced by people in retirement. For people viewing the campaign, these characters might not be themselves, but they are certainly issues people can relate to. We wanted to tell it how it is, no sugar coating. There are elements of humour to it but with a serious purpose – real issues of financial security in retirement,” he said.
The campaign – planned and implemented by Match Media – comprises multiple touch-points including television, print, radio and digital executions each addressing specific market forces – e.g. share prices – which could affect an individual’s retirement plans.
CREDITS
Creative Agency and Digital Tech: J. Walter Thompson and Webling
Production company: 8com
Media Agency: Match Media
J. Walter Thompson is part of STW, Australasia’s leading marketing content and communications group.
Please login with linkedin to comment
Latest News
The Rock Surpasses Kylie Jenner As Instagram’s Most Valuable Influencer
Apparently The Rock is now Instagram's most valuable influencer. And just imagine when he becomes US President Rock.
Bearded Local Man Armed With VB Tinnie Crashes TV Report To Air His Thoughts On Border Closure
Australia has awoken to a new national hero this morning, as pissed, unemployed bloke unloads in impromptu TV interview.
Tuesday TV Wrap: Big Brother Closes In On The Voice
Why not read B&T's daily TV wrap while eating Alphabetti spaghetti. You'll get all the numbers and all the letters too.
Fashion Bible Vogue Forced To Pull “Bad Taste” Cover Over Depiction Of Mental Illness
Vogue are apparently in trouble, although not deep enough that it warrants a 'Devil Wears Prada' sequel.
Getty Images Inks Deal With W Series Esports League
Getty Images and W Series have announced an exclusive deal which sees Getty Images serve as the Official Photographic Partner of the newly launched W Series Esports League. Brand-new for 2020, the W Series Esports League will see W Series drivers from around the world compete in the first official women only simulated racing league. […]
What’s Next For Advertising On iPhones?
Wondering what's next for advertising on iPhones? You could give Tim Cook a call or, failing him answering, read this.
Australians Will Soon Become Walking Barcodes And We Need To Get Ready For It
Columnist argues Australians will soon become "walking barcodes" similar to that slightly bad Tom Cruise sci-fi film.
FutureBrand Australia CEO Rich Curtis Acquires The Global Branding Company’s Australian Operations
Rich Curtis has acquired FutureBrand’s Australian operations from Interpublic Group. The new ownership will enable the business to double-down on its commitment to the Australian market and invest locally, while still maintaining its global network via FutureBrand as an affiliate. Since opening its doors in 1999, FutureBrand has created and transformed iconic brands including Nespresso, […]
MasterChef’s Khanh Ong Reveals Contestants Handed A Cheat Sheet Prior To Filming
MasterChef contestants given "cheat sheets". B&T understands that's for Korean gamjatang and not for Year 12 chemistry.
Study: Aussies Still In Love With The Pub, But It’s For The Food, Not The Beer
Study confirms Aussies heading to the pub for the food, such is the pull of a gristly $7 steak smothered in Diane sauce.
Generation Influence: Gen Z Study Reveals A New Digital Paradigm
Study finds Gen Zs are most digital savvy ever! But it'll all be in vain if they refuse to floss & eat their vegetables.
“Highly Offensive!” Online Retailer Busted For Selling Islamic Prayer Mats As “Frilled Greek Carpets”
Retailer slammed for selling prayer mats as Greek carpets. And, just to confirm, Muslims are pissed off, not the Greeks.
whiteGREY Wins GSK Digital And Social To Extend Relationship
whiteGREY continues with its recent purple patch. Yes, B&T accepts that sentence lacks any form of colour coordination.
Thinkerbell And Ebony Gaylor Launches Social Cause Consultancy D.O.A
Thinkerbell and Ebony Gaylor (NOT Gloria Gaynor as B&T first reported) have launched a social cause consultancy.
Meet The Women Leading Tech: Newcastle City Council Former Information Technology Manager Claire Bath
B&T heads to Newcastle for latest Women Leading Tech. And we didn't even ask, "What's your favourite Silverchair song?"
Newsreader Katrina Blowers Launches Claiming Your Confidence, The Podcast
Big names share their biggest confidence challenges on Claiming Your Confidence, The Podcast, hosted by Channel Seven Newsreader and author Katrina Blowers. The new show launches July 13 on iTunes and Spotify with three episodes dropping on week one: featuring Sunrise Host Edwina Bartholemew, Comedian Merrick Watts and record-breaking Ultra Runner Jacqui Bell. Each week […]
Production house Sam I Am Steps Up Roster With Five Fresh Directors
Full service production house Sam I Am has announced the arrival of five new commercial directors including writer-director Aimée-Lee Xu Hsien Curran (pictured), designer-turned-director Sinéad McDevitt along with directors Anita Lee, Dominic Allen and Joris Noordenbos. Writer-director Aimée-Lee Xu Hsien Curran creates work defined by rich visuals across both comedy and drama. She has directed […]
The Monkeys Appoints New Creative Director Thomas Marcusson
The Monkeys appoints Swede Thomas Marcusson who's both a deft hand with an Alan key & pronouncing Ikea's "FEMMEN VÅG".
DiDi Partners With Urban List For Make It A Date Campaign
DiDi Australia has partnered with lifestyle publisher Urban List for its Make It A Date campaign, encouraging Australians to reconnect and commit to meaningful time with one another as COVID-19 restrictions lift across cities. The collaboration sees Urban List provide curated in-app destinations and venue recommendations to inspire Aussies to ‘make it a date’ and […]
Archetype Appointed By HTC, Tile And Upright Technologies
Strategic communications and marketing agency, Archetype, has been appointed by HTC, Tile and Upright Technologies to drive awareness and sales for each brand’s consumer technology products. The agency has put its strategic and holistic thinking first, evolving the approach to market for all three product offerings. The new additions to Archetype’s portfolio showcase the agency’s […]
Carat Retains Tip Top Bakeries Continuing A Twelve-Year Relationship
Tip Top persists with its "good onya, mum" jingle and confirms that men still can't make sandwiches or cook toast.
Wrike Introduces New Marketing Tool
Wrike unveils new marketing tool that apparently comes wrapped in excess bubble wrap for those who enjoy a good popping.
SCA’s Live Radio Streaming Audience Up 35% Year On Year
SCA’s live radio streaming continues to rise with 1.1million listeners recorded at the end of June 2020, up 35 per cent year on year. Catch up radio podcasts continue to be on trend with a total of 3.2 million downloads recorded at the end of June, this is a 49 per cent year on year […]
How To Tell A Good Story & Get People To Give A F@ck About Your Brand
Yes, B&T's taken to swearing in this headline but, rest assured, the article is largely profanity-free for most parts.
Woman Drops Pants And Urinates During TV Reporter’s Live Cross
First a drunk, unemployed man crashes a TV report and now this! B&T hopes the Walkley Award judges are reading today.
SWM Enhances Audience Intelligence With New Location Data Partner
Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]
LVLY Co-Founder Hannah Spilva: “Agencies Should Focus On Outcomes & Not Hours”
In exciting news for people who like to skive off work early, Hannah Spilva says outcomes are more important than hours.
Customer Leakage Between Woolies, Coles & Aldi, With Online Grocery Taking Bigger Slice Of Pie
B&T has used the expression "customer leakage" in this headline, yet it's nothing to do with the incontinence pad aisle.
Be A Space Invader In A Virtual World: A New Fashion Frontier
Fashion is apparently going virtual, however, that doesn't mean you'll suddenly be able to squeeze into a size small.
TikTok Strikes Back On Calls For App To Be Banned In Australia
This headline declares "TikTok strikes back". Although that's not a Dark Lord of the Sith and his illegitimate son.
